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When You Outgrow Your Homegrown Digital Signage

Take what you’ve learned and move forward with a more successful plan.

December 18, 2017

Digital signage is changing how we market, entertain, and reduce customer friction every day. Where once it was enough to print well-designed posters, update a magnetic board or even rotate flat information on a screen, today, if you’re not taking advantage of the opportunities technology is creating, your competition likely is.

Your businesses’ digital signage should be a dynamic, technology-driven way to communicate and share information using LCD, LED and projection to display images, video, copy and other media. If this is the goal you set out with when you first created your digital signage program but find it’s fallen short of your expectations, then it’s time to step back, reevaluate and plan your next course of action.

You’ve already realized how important digital signage is to your customers, your brand and your business. To best capitalize on the potential, start with these key questions.

Objectives: What do you want your digital signage solution to accomplish?

Writing this down is important. Don’t be too concerned about the language but get to the heart of your intent. A few common examples are:

  • Improve customer service by strategically placing digital signage to fulfill a self-guided or unassisted sales role. A screen near complex products can provide detailed information that a sales staff member may not be available for.
  • Create relevant experiences by fostering engagement and interaction with your brand.
  • Build loyalty by giving a casual browser the content they need to convert to a happy customer.
  • Distract from wait times by entertaining crowds who might otherwise reach for their personal smart devices and get lost in the internet of things (including your competition).

Whatever it is, write it down and use this as your guide as you move forward with decisions.

Content: What’s your message and how will you share it?

Digital signage can be incredibly successful at a huge number of objectives with the right content from creating relevant customer experiences and sales information to way-finding and loyalty program reminders. The format your content takes will depend on your budget as much as location, audience expectation and dwell time.
This will vary dramatically dependent on your industry, but examples include:

Financial Institutions and Banks

Create automated self-service stations that elevate lines and free up your tellers, display rates, promote additional services, share community events. The right use of digital signage can even boost performance and productivity.

Retail

Create relevant experiences, share product updates, promotions, sales, drive conversion, create customer loyalty.

Hospitals

Wayfinding, wait time updates, operating room coordination, gift shop and cafeteria information.

Restaurants

Promote menu items, share upcoming events, advertise additional locations, spotlight staff, list FDA label requirements.

Learn more from the blog post, "3 Critical Digital Signage Content Tips."

Hardware: Once your content is ready, how do you go live?

This is the easiest part. But don’t be fooled that you can buy a TV off-the-shelf. Commercial grade hardware is always recommended. The easiest way to maximize your digital signage is to partner with experts. With the right partner, it’s as simple as flipping a switch.

Find a one-stop digital signage provider who can cover all hardware needs. A good partner will:

  1. Assess your needs to determine your requirements, purpose and budget.
  2. Design your perfect solution including screens, placement, hardware and software.
  3. Install your signage preparing both your space and your team.
  4. Manage upgrades and repairs with rapid response to all your future hardware and software needs.
  5. Train you on best practices to publish and distribute your content and updates from one location to many.

Dig deeper with our white paper, "Getting Started with Digital Signage: What You Need to Know to be Successful."

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